While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

automotive

Lexus Launches 'Men In Black' Spot

Lexus is launching a spot promoting the 2020 Lexus RC F and "Men In Black: International," opening in U.S. theaters June 14.

The 30-second spot, produced by Sony and supplemented by Team
One, shows off the vehicle with the two stars of the movie, Chris Hemsworth and Tessa Thompson. Thompson calls dibs on driving and gets in the driver seat, only to discover the car is right-hand drive
because it’s a European version.

According to the voiceover from Minnie Driver, “When you’re protecting the earth from the scum of the universe, a little extra
horsepower never hurts.”

The spot debuts on broadcast starting today and will air during cable and network sports including the NHL Stanley Cup Finals, late night including "Late Night
with Seth Meyers" and the Tonight Show with Jimmy Fallon, and on prime time and cable, in addition to advanced TV, digital and social.

advertisement

advertisement

In partnering with Sony to create
the co-branded spot, the goal was to build anticipation for the film -- while also highlighting the RC F's style and performance, says Lisa Materazzo, Lexus vice president of
marketing.

“We wanted to convey that to outfit a Men in Black agent, you need the best of everything, including the best car,” she says. “We decided to mirror the
scene where Tessa Thompson's character gets outfitted with her Men in Black suit and shades, and put the RC F in a similar white room to show off its styling as the
ultimate Men in Black ride.”

This partnership follows a very successful collaboration between Lexus and Marvel Studios’ "Black Panther."

“While we're executing
some similar elements in the marketing campaigns, 'Men in Black: International' and 'Black Panther' are very different films, with different strategic partnership goals,” Materazzo tells
Marketing Daily. “For 'Men in Black: International,' we're putting the spotlight on the 2020 Lexus RC F as the ultimate alien-fighting machine. If you look back at the
'Men in Black' movies, the agents have always had a high-tech ride to help them protect the earth from the scum of the universe, and we took that to new heights in
this film.”

For "Black Panther," the automaker had campaigns for both the Lexus LC 500 luxury coupe and the Lexus LS 500 F Sport.

“The fierce LC is quick and agile, so it was a natural fit to pair with the cat-like reflexes and superhuman skills of the Black Panther,” Materazzo says. “We
also utilized the Black Panther’s duality as a superhero and as royalty to show the two sides of the LS: performance and luxury."

Finally, "the key for both
partnerships is that they are authentic for the vehicles and for Lexus. ”